Impact on Values. The love of sports is so deeply embedded in our national consciousness that the values of millions of people ? participants and spectators ? are directly and dramatically affected by the values conveyed by organized sports. This places a significant social responsibility on those who influence sports ? administrators, coaches, athletes and officials ? to assure that athletic competition helps build the character and ethics of participants and spectators. Many aspects of American society are competitive, including our free enterprise system, and our views as to what is permissible and proper in the competitive pursuit of personal goals are influenced strongly by the dominant values of high-profile athletic competition.